Article2003

An inference of gift‐giving within Asian business culture

46 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Global and Cross-Cultural Management Customer Service Quality and Loyalty Political Influence and Corporate Strategies

Abstract

This paper attempts to provide an understanding of gift‐giving for a more systematic assessment of relationship building to succeed in an Asian realm. This study proposes to examine the underlying linkage between the intensity of gift‐giving and constructing relationships. The goal is to provide both researchers and businesses an insight into how to successfully manage profitable relationships in a culture‐rich environment that is growing ever more demanding and complicated. Gift‐giving is seen as an act of reciprocity, and often misconstrued as bribery by Westerners, yet it appears to be an important constituent of the Asian culture and can be seen as a form of relationship investment, that if cultivated well, can uplift interactions between businesses.

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References

1992The Gift: The Form and Reason for Exchange in Archaic Societies.1987Face and Favor: The Chinese Power Game 1985A Contingency Framework for Understanding Ethical Decision Making in Marketing 1989A Synthesis of Ethical Decision Models for Marketing 1999Guanxi Versus the Market: Ethics and Efficiency 1995The benefits of “Guanxi”: The value of relationships in developing the Chinese market 1999Social Contracts and Marketing Ethics 2001Gift Giving in Hong Kong and the Continuum of Social Ties

Cited by

2005Philosophical Foundations of Eminent Hong Kong Chinese CEOs’ Leadership 2010Moderating effect of cultural values on decision making of gift‐giving from a perspective of self‐congruity theory: an empirical study from Chinese context 2013The culture of gift giving: What do consumers expect from commercial and personal contexts?2007A Study on Ethically Problematic Selling Methods in China with a Broaden Concept of Gray-marketing 2011Gift Giving: An Exploratory Behavioural Study

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